engleski

MOBILE TECHNOLOGY TRENDS AND PERSPECTIVES: THE CASE OF CROATIA

Mobile technology has made a major leap forward in understanding the quality and simplicity of modern life. Its presence is also evident in numerous economic sectors. Still, it has an exceptional place in mobile commerce. It has visibly influenced the development of the market and has drastically changed the relationship between consumers and buyers in opposition to sellers. The development of mobile technology and mobile Internet and an increase in the number of mobile devices in the world have enabled numerous activities to be carried out regardless of the location of the user. Thus, it is affecting the emergence and development of mobile commerce. The time dimension, which is also priced nowadays, is substantially in favour of the growing consumer preference for mobile commerce. One of the starting goals of this paper was to get acquainted with the emergence and development of mobile technology, its characteristics and specific features. So, the goal was to gain insight into effectively leveraging the benefits of mobile technology, especially in the mobile commerce segment. The main aims of this work were: to get acquainted with the mobile market in Croatia, to explore the practice of using mobile phones in conducting m-commerce and to gather information about some general attitudes of the respondents. The survey research was conducted on residents of the Zagreb area. Based on the literature reviewed and the results of the survey research, it is evident that the mobile market has undergone some major changes. It turned out that mobile devices have a more functional use and that the usage of more applications has become more frequent. Respondents are increasingly prone to making online purchases. Furthermore, ads have a significant impact on the desire to buy and the very act of shopping. Information on products and services is being collected via smartphones, however, still in insufficient quantity. Also, there is a certain dose of fear when shopping via mobile devices, but it does not hinder mobile commerce.

mobile technology, mobile commerce, online purchase, telecommunication market, Croatia

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